Development of time-honored brands in Tianjin powered by digital transformation
Digital economy has profoundly changed the way of life and work.How to inherit,innovate,reform and develop time-honored brands with profound historic heritage and cultural value in digital economy era has caught people's attention.With the panel data of Tianjin's time-honored brand enterprises from 2011 to 2021,this paper constructs a two-way fixed effect model based on time and individual and a mediating effect model to explore the relationship and mechanism between digital transformation of enterprises and brand competitiveness.The results indicate that digital transformation can significantly enhance the brand competitiveness of time-honored brand enterprises,and the innovation level of enterprises plays a mediating role.Based on the above,the paper puts forward relevant countermeasures and suggestions for the time-honored brand enterprises to make better use of digital transformation to promote brand development and enhance competitiveness.
digital transformationtime-honored brandsbrand competitivenessfixed effect modelmediating effect model
NETL
NSTL
万方数据
